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Tetley Canada begins Rescue Squad campaign

Tea company Tetley Canada has begun an online promotion called "Rescue Squad" in support of its Tetley Infusions product line. The initiative, which is being conducted through the brand's Facebook page, began yesterday with a "try-out" phase featuring 12 firefighters, displayed in the form of a live video feed. This is being followed by a series of head-to-head matches using public voting to select the participants who will be part of the squad. According to the company, the purpose of the squad will be to "rescue" Canadians from artificially-flavoured waters and drink mixes. The promotion will also make use of interactive voting boards on city streets, as well as online banner advertising and an in-store sampling program. The squad will appear at various events through the summer. "We wanted to draw attention to the fact that the majority of flavoured waters and drink mixes contain artificial sweeteners, colours or flavours," said Andrea Stodart, brand manager at Tetley Canada. "So we're rescuing people's water with natural Tetley infusions. And who's more qualified to do that than actual firefighters?" The promotion was developed by John St., in association with Meld Media, AmoebaCorp, DataArmada, MediaCom and Commix.